<![CDATA[Previous studies have extensively examined the relationships among marketing mix, service quality, customer satisfaction, and customer loyalty in tourism, retail, and service industries. However, empirical evidence focusing on premium scooter consumers, particularly Yamaha Grand Filano users, remains limited, and findings regarding the direct effect of marketing mix on loyalty are still inconsistent. This study aims to investigate the influence of marketing mix and service quality on consumer loyalty through consumer satisfaction among Yamaha Grand Filano consumers. The study employed a quantitative explanatory approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1. The findings indicate that marketing mix and service quality significantly affect consumer satisfaction. Service quality and consumer satisfaction also have significant positive effects on consumer loyalty, whereas marketing mix does not directly influence consumer loyalty. Furthermore, consumer satisfaction significantly mediates the effects of marketing mix and service quality on consumer loyalty. The study contributes to the marketing literature by extending the satisfaction-mediated loyalty framework to the premium motorcycle segment and provides managerial insights for strengthening customer retention strategies.]]>
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